The CEO of Vow, George Peppou, is taking a very different approach from these competitors. Rather than asking customers to pay $71 a kg for frozen shredded “chicken”, he says the company is embracing the high cost of cultivating cells by creating products to match the price.
“We selected going with these very high end products, very high end positioning … as a way of trying to shape and influence food culture as much as possible,” he says. While foie gras prices fluctuate significantly, at the time of writing Vow’s Forged foie was cheaper than the real deal.
I like this, just like how Tesla’s first release was a roadster - it’s not supposed to replace a Camry, why make a Camry with half the range and 4 times the price?
Start at the expensive end, match the quality and then work down.
Rabbits, Cane Toads and Artificial Meat in a three way knife fight, winner gets stomped by the Emus.